GREEN PRODUCT PLACEMENT IN TV SERIES: AN EVALUATION ON CONSUMER ATTITUDE AND PURCHASE INTENTION

Abstract

Purpose: The main purpose of this study is to measure the effect of green product placement strategy on consumer attitude and consumer purchase intention. In addition, the study examined whether attitudes towards green product placement and intention to purchase green products vary according to demographic variables. Material and Method: This study was conducted in Istanbul, Turkey and the main population of the research consists of consumers who are 18 years old and over and watch television series. The sample size was determined to be 402 participants since it would not be possible to reach all participants in the universe in generalizing the analysis result. The data obtained was analyzed with PLS and SPSS programs. In order to test hypotheses; frequency analysis, validity analysis, reliability analysis and confirmatory factor analysis were performed. Findings: As a result of the research, it was concluded that the reality and response to advertising dimensions had a statistically positive effect on the intention to purchase green products. In addition, it was concluded that the consumer attitude variable towards green product placement and the intention to purchase green products differ according to gender. Result: In order to develop a positive attitude towards green products and increase the purchasing tendency towards such products, it would be appropriate for practitioners to focus on realism in product placement strategies, avoid creating a perception of commercial advertising, and increase environmental awareness. Generalization of the subject study would be possible in future studies if comparisons of green product placements in different communication channels are taken in consideration